Marketing Planning and Strategies
Added on 2020-02-05
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Business to BusinessMarketing
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1Analysing African market...........................................................................................................1Marketing Strategy of MAC cosmetics.......................................................................................4CONCLUSION................................................................................................................................7REFERENCES................................................................................................................................9
INTRODUCTIONMarketing is considered to be a vital goal of every organization for scrutinizing its futureobjectives. It is basically a primary act of promoting the sales of an enterprise with a need baseformulation of either diversifying or expanding its business operations. Business to businessmarketing which is also known as B2B marketing is a critical activity in which a particular firmapproaches another company with a specific purpose of selling its own goods and services tothem (Armstrong and et.al., 2014). It is regarded as a complex procedure with few numbers ofprospective buyers and a rationalised approach towards them. However, the buyers of B2Bmarketing are considered to prolong for a substantially long term period. B2B marketing largelyrelies onto maintaining a personal relationship among the dealers where there is a majorrecommendation of illuminating certain innovative content.It therefore signifies a prominent demanding factor of B2B marketing with more numberof research into the chosen arena. The present report is segregated into two major sections ofmarket analysis and market strategy of MAC cosmetics. It is because of its recent plans ofexpanding into the markets of Africa. MAC cosmetics is a well known cosmetic brand ofToronto which was primarily founded in the year 1984 (Baines, Harris and Lewis, 2002). It isbasically a manufacturing group of varied beauty products which is now planing to expand itsservices into the existent market of Africa. It is therefore important for MAC to conduct aprimary investigation of Africa's prevailing market structure with a prominent consideration oflaunching with a differentiated approach of its own.Analysing African marketMAC is fully concentrated to build some apt beauty products for its largely targetedsegment of women. The market of MAC cosmetics duly offers its product to both the individualsand some related organizations. It is therefore a renowned name in the global existence ofcosmetics with a popular recognition at almost every corner of the world. It has a unique brandimage of its own due to some relevant approaches of being a cruelty free range of products withno harm to animals and no testing of its products on them (Blakeman, 2007). Another majorreason of largely being attracted towards its product is because of its highly experienced make upprofessionals who are duly appointed at each of its stores of cosmetic ranges to priorly attend thecustomers and clarifying their doubts and concerns.1
It also uses some highest quality ingredients in manufacturing their products with gives ita prior opportunity to draw the attention of more number of users. Some other possibility ofMAC is to make an international expansion of its business operations where it can togetherconsider for a diversification of its existent products and services by duly addressing the trendsof its chosen market (Chikweche and Fletcher, 2012). This will together help MAC to preciselyunderstand the ongoing preferences of their consumers into its newer market arena with aprominent consideration of fabricating some apt products to match those acknowledged needsand demands.MAC has thereby opted for Africa to internationally expand its business operationswithin the additive scenario of Africa. It is however with a need base consideration of largelyimproved system of urbanisation and regulatory requisitions of operating business. This isconstantly affecting the civilisation of Africa with high number of independent women and theirtemperament of disbursing a large proportion of their incomes into some apt beauty products(Christopher, Payne and Ballantyne, 2013). It is however due to another crucial reason of a largeexposure of western culture with an increased level of education into the major existence ofAfrican youths. It is therefore important for MAC to primarily research the existent marketscenario of Africa. A superior market research of Africa recommends MAC to initiate with aneed base approach of evaluating two major aspects of analysing the African market.From which, the foremost factor is to consider an industry analysis of Africa which willduly regard to some major number of competitors to MAC with their varied segments ofcustomers and their several forms of buying goods. The next stage is to assess the distributionchannels of African market with their prevalent structure and types (Cronin Jr and et.al., 2011).MAC is purely into the manufacturing sector of fabricating its varied range of cosmetics andtherefore a primary consideration of market analysis can be initiated by prominently examiningthe prevailing industry of Africa into this peculiar stream of beauty products.Industry analysis hereby refers to some crucial elements of research, as stated below- Competitors-Contenders are a single challenging factor to MAC where it duly getsweakens because of its high priced products. Presently, the two illustrious companies of L'Orealand Revlon are recorded to be the biggest rivals of MAC in Africa. It is however due to their lowpriced strategy for which the consumers can duly alter their choice of brand (Czinkota andRonkainen, 2012). Revlon in 2015 has been recorded to be a leading player of colour range2
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